ITV

Tag: THINK report

  • At 1824 mn seconds, 2021 ad volumes spike 22% over 2020: Barc Think Report

    At 1824 mn seconds, 2021 ad volumes spike 22% over 2020: Barc Think Report

    Mumbai: 2021 has bounced back with a substantial double-digit spike, delivering an all-time high of 1824 million seconds of ad volumes during the year. This translated into a 22 per cent and 18 per cent growth over 2020 and 2019, respectively. The Top 10 advertisers accounted for 780 million seconds of ad volumes, and the next 40 accounted for 340 million seconds. The data was shared by Barc India, which recently launched its Think Report, 2021 – A Voluminous Year (Yearly Ad Volume Report 2021) analysing television advertising volumes for the past year.

    According to the report, FMCG brands continued to lead in share across categories and Hindi channels continued to dominate across languages. New advertisers and brands consistently jumped in throughout the year, thus playing an important role in the advertising volume growth witnessed throughout 2021. 2020 was a subdued year for television advertising, leading to a decline in total ad volumes across the year despite the record stay-at-home rise in viewership.

    “2021 certainly brought in much needed cheer to the broadcast industry. The year started off on a positive note and also ended on a high with the festive quarter,” remarked Barc India head – client partnership and revenue function Aaditya Pathak. “Year on year, despite pandemic impediments, television has repeatedly proved effective for every penny spent for advertisers and brands. 2021 saw over 9000 advertisers turn to television with a significant number of new entrants. Overall, 2021 was a positive year for the industry as a whole that witnessed growing value for both advertisers and broadcasters.”

    Advertisers & Brands Count

    TV had a total of 9239 advertisers and 14616 brands advertising on the medium in 2021, of which, 49 per cent i.e, 4483 were either new advertisers or returning ones. Similarly, for brands, 51 per cent i.e, 7470 were new or returning brands.

    Categories

    The FMCG category continued to lead with an enormous share of 1117 million seconds of ad volumes in 2021, followed by e-commerce with 185 million seconds and building, industrial, & land materials/equipment with 60 million seconds. Television also understandably continued to be an important medium for the corporate brand image category which registered two times growth over 2019, with 24 million seconds.

    The e-commerce category had a total of 587 advertisers in 2021 of which 65 per cent were new entrants or earlier advertisers returning to TV in 2021, registering a growth of 51 per cent over 2020 and 26 per cent over 2019. Media/entertainment/social media, education, online shopping, matrimonials and financial services were the top five sub-categories within e-commerce. Ad volumes for education grew by 461 per cent and financial services by 153 per cent over 2020.

    Languages

    While Hindi continues to play a dominant part of the language mix, regional language channels recorded strong growth as well across 2021. Ad volumes for Bhojpuri language channels doubled over 2019 and Punjabi, Marathi, Gujarati and Assamese language channels posted over 40 per cent growth over 2019. South language channels (Tamil, Telugu, Malayalam, and Kannada) grew by 26 per cent over 2020.

    2021 – Quarterly Analysis

    Q1 2021 kickstarted on a positive note having registered 24 per cent growth over 2020 and 21 per cent growth over 2019. Despite the sporadic and partial lockdowns on account of the second wave of Covid-19, ad volumes for Q2’ 21 were relatively higher at 417 million seconds as compared to Q2’19 which recorded 399 million seconds. Q4’21 brought in cheer for broadcasters with a bumper festive season that recorded 489 million seconds of ad volumes, the highest quarter ever. New advertisers continued to flock to television for effective communication with Q4’21 welcoming 2156 new advertisers or earlier ones returning to the medium, the highest for the year.

    After a marginal decline in Q2 2021 on account of the lockdowns, regional language channels experienced steady growth in Q3 and Q4.

    SD and HD Channels

    Ad volumes for HD channels in 2021 grew by 11 per cent over the previous year and SD channels grew by 22 per cent in 2021 over 2020 and by 20 per cent over 2019.

    TV Commercials

    TV commercials with an average commercial duration of under 30 seconds, were most favoured by advertisers while spots more than 60 seconds were least preferred. The average commercial duration has been reducing Y-O-Y. The prime-time band, i.e, 20:00 hours to 24:00 hours enjoyed the maximum share of ad volumes at 27 per cent. The share of ad volumes for the four time bands, viz 08:00 – 12:00 hrs, 12:00-16:00 hrs, 16:00-20:00 hrs and 20:00-24:00 hrs, continued to stay the same since 2019. TV commercials in local languages on regional channels are consistently increasing since 2019.

    IPL 2021

    IPL 2021 registered a total of 1680 thousand seconds of ad volumes with 119 advertisers and 228 brands in all. There were 59 new advertisers and 158 new brands for the season. The top 10 advertisers for the season contributed 35 per cent of the ad volumes.

    Tokyo Olympics

    With 466 thousand seconds, ad volumes for the Tokyo Olympics were almost at par with the Rio Olympics that was held in 2016. There were 34 advertisers and 61 brands that advertised during the Tokyo Olympics. Significantly, 31 per cent of the ad volumes during the Tokyo Olympics featured olympians.

  • July-Sept TV ad volumes show highest spurt in 2021: Barc

    July-Sept TV ad volumes show highest spurt in 2021: Barc

    Mumbai: Ad volumes on television continue to post healthy growth, with the July-September quarter registering 461 million seconds of advertising – which is the highest this year, as per Broadcast Audience Research Council (Barc) India’s July-September 2021 Ad Volumes – Special Festival Edition Think Report. 

    The growth registered in the quarter is broad-based, with channels across all languages reporting higher ad volumes over the corresponding period in previous years.

    With the festive season well and truly underway, the September Think Report also takes a closer look at advertising on TV during the Ganesh Chaturthi week. Ad volumes on TV in the week grew four per cent compared to the previous four-week average and posted a healthy 28 per cent growth over 2019.

    “The momentum of more and more brands banking on television advertising continues to be visible with 3397 new brands entering the medium in the July-Sept quarter of 2021, and that too with a 51 per cent share of total brands advertising. The number of advertisers on TV is also the highest for the quarter at 4226,” stated Barc India head of client partnership & revenue Aaditya Pathak. “As we have seen in earlier years, marketers are clearly leveraging the reach and power of TV to raise the visibility of their brands this festive season. The strong growth of ad volumes in Q3 – which is 40 million seconds higher than in Q2 – also points to the positive sentiment regarding the improving economic and business environment.”

    Ad volumes on TV for September 2021 is the highest since 2019, registering a 15 per cent growth over the same period in the previous year. While FMCG continued to maintain its leadership position with a 29 per cent growth in ad volumes against the same period in 2019, the e-commerce industry has also shown a healthy 26 per cent jump over 2020.

    While the strong upward trend in TV advertising is seen at the overall level as well as across all languages, the highest spurt was observed for Bhojpuri language channels, where ad volumes were more than double that of 2019, and 38 per cent higher than in 2020. Hindi language channels account for the largest share of TV advertising. Tamil and Telugu language channels witnessed robust growth over 2020.

  • TV ad volumes for June 2021 surpasses 2019, 2020 levels: BARC

    TV ad volumes for June 2021 surpasses 2019, 2020 levels: BARC

    Mumbai: TV advertising continues to remain resilient, despite the onslaught of the second wave of the pandemic. According to Broadcast Audience Research Council (BARC) India’s latest THINK report, the TV ad volume in June, 2021 has surpassed the ad volume recorded during the corresponding period in 2019 and 2020.

    As many as 1,839 advertisers and 3,074 brands chose Television as a medium for advertising in June, at par with 2020 showed the data. In fact, June 2021 recorded a six per cent growth in ad volume compared to the pre-pandemic levels in June, 2019.

    The report titled – ‘TV Ad Volumes Insights – The Mid-Year Analysis’ released on Thursday also found that TV advertising performed much better during the H1 2021 and witnessed a 12 per cent higher growth compared to ad volume in H1 2019. While, the growth was 37 per cent higher compared to H1 2020.

    “Ad volumes for H1 2021 are promising and encouraging for the industry as a whole. The number of active advertisers and brands are also picking pace. Data for the first half of 2021 reinstates that while new advertisers have turned to television for widespread reach, existing ones continue to increase their attention to the medium,” says BARC India, head- client partnership and revenue function, Aaditya Pathak.

    FMCG continues to lead TV ad volume

    There was also a sharp increase in ad volumes from the top three advertisers. “While FMCG continues to dominate by share, the e-commerce category continues to see strong growth year on year. The auto sector has also made a comeback despite the impact of the second wave,” added Pathak.

    FMCG continued to lead the share in H1 2021 with 566 mn seconds, a growth of 40 per cent over H1 2019. HUL, Reckitt Benckiser, P&G, Pepsi have shown maximum growth over previous years. Seven of the Top 10 brands are Reckitt and two are HUL.

    After a dip in June 2020, the auto sector made a strong comeback in June 2021 by registering a growth of 74 per cent. With 3.94 million seconds in June 2021, the auto sector is at par with the ad volumes it registered in June 2019.  More impressively, the sector achieved 128 per cent growth over May 2021.

    Likewise, ad volumes for the Telecom sector almost doubled in June 2021 over May 2021 and has registered 2x growth in June 2021 over June 2019. 

    With 15.4 million seconds in June 2021 alone, ad volumes for the E-commerce sector have registered a whopping growth of 56 per cent when compared to June 2019. Currently at all-time high, the category constitutes a 12 per cent share in the total ad volume pie.

    Building sector registered 30.7 mn seconds of Ad Volumes; a 24 per cent growth in H1 2021 versus H1 2019. ad volumes for the BFSI sector grew by 7 per cent over H1 2019 with 14.5 mn seconds in H1 2021.